AdWords is my ONE today.

Maybe it’s not a dog (apologies to dogs everywhere) where you are today, but Google AdWords is slower than a 55 gallon drum of molasses that just arrived in a freezer truck from Ice Station Zebra.

And that’s when it’s working – which has been very sporadic so far.

Be careful what you depend on. Even Google can be your ONE.

What’s a ONE?

One is the most dangerous number in business. You’ve likely heard Kennedy say it numerous times. I sure have.

Putting yourself in the position of having only 1 of something that is absolutely critical to your business.

1 supplier, 1 employee who knows how to <whatever> that you don’t, 1 media (or 1 publication in that media), 1 source of raw materials, 1 computer, 1 …something… that will royally torch your day, week or month if it happens to go south.

Examples of a One:

“We make most of our money from cold calls to people we dont know”. Enter the Do Not Call list.

“We get 85% of our orders by sending faxes to businesses we have no relationship with”. Enter new permission-only fax legislation.

“We have email addresses for all of our customers, so we don’t need their mailing address.” Enter spam legislation.

“Marge is the only one who knows how to assemble the items we sell and the process isnt on video or documented in writing.” Enter a drunken nutball who t-bones Marge’s car on the way home today, or Marge’s dad suddenly entering the hospital, or Marge wins the lotto.